Last month, Amazon introduced its first-ever annual Big Spring Sale. While Amazon’s Prime Day event is designed to attract Amazon subscribers to fill their shopping carts, the Big Spring Sale is Amazon’s first to target non-Amazon subscribers. It became an event.
Overall, spring sales are leading up to Prime Day, as PYMNTS Intelligence found in Amazon’s 1st Annual Big Spring Sale Report, which surveyed more than 7,000 shoppers to analyze the massive event. was insufficient compared to the number of participants and sales it typically generates.
First of all, consumer involvement has decreased. From 2021 to 2023, Prime Day sales attracted a solid 36% to 40% of US shoppers. However, the Big Spring Sale attracted only 28% of consumers. In other words, Spring Sale attendance was 29% lower than the average Prime Day attendance.
Just as importantly, shoppers who participated in Amazon’s Big Spring Sale purchased an average of six items during the sale, which is one fewer item than they purchased during the previous Prime Week sale. is. Not only did shoppers buy less, they also bought fewer luxury items (home appliances, electronics, furniture), choosing instead to stock up on everyday items like clothing, accessories, and beauty and health products.
Despite these setbacks, the Spring Sale attracted the attention of 28% of U.S. consumers. And perhaps more importantly, it also helped convince nearly one of his four non-Prime members to join Prime.
Additionally, Amazon’s Big Spring Sale overshadowed last year’s Walmart Plus Week, another big annual e-commerce extravaganza.
With unique data not included in Amazon’s first annual Big Spring Sale report, we compared how consumers perceived the two big shopping events.
In every comparison we asked, Amazon performed significantly better. When it comes to offering impressive discounts, his 44% of respondents said Amazon beats Walmart (24% said Walmart is better). Additionally, in the area of product selection, Amazon had a positive impression on significantly more consumers (48%) than Walmart (22%). When asked to rank their overall shopping experience, 47% preferred Amazon, while only 20% favored Walmart.
But proprietary data from PYMNTS Intelligence tells a different story that is often overlooked. When asked to compare the quality of discounts and overall shopping experience, more than 31% said the two retailers were “about the same,” suggesting that both offer good service. Next time, it’s your chance to capture online shoppers.
